Morocco has emerged as a popular tourist destination in the recent past with almost 9.8 million tourists recorded in 2011. The influx of tourist demands construction of hotels and lodges, thereby driving sales of tiles and other bathroom materials. This, in turn, has translated into growth for the ceramic and porcelain tiles market.
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The tourism industry, which is mainly concentrated in a few major cities such as Casablanca, Marrakech, Tangier, and Agadir account for significant contribution to Morocco’s GDP. In 2015, Casablanca led the ceramic and porcelain tiles market in Morocco accounting for more than 30% revenue to the market in 2015. Casablanca is the financial center and economic capital of Morocco with major business houses and international companies based here. This demands the construction of commercial buildings, wherein tiles and other bathroom materials are needed in substantial volume.
The development of the residential construction sector is benefitting this market as well. The rising demand for affordable housing from the middle-class population and initiatives undertaken by the Ministry of Housing and Urban Policy for the development of co-operative residential housing will benefit the growth of the residential construction sector. Hence, the Casablanca ceramic and porcelain tiles market is expected to receive a boost.
Demand for Aesthetically Appealing Products Boosts Demand for Imported Products
The competitive scenario of the Morocco ceramic and porcelain tiles market is witnessing a shift as well. From the predominance of a few regional players that have an established presence and a loyal customer base, the market is witnessing the influx of international players. The shift in consumer preference for aesthetically appealing glazed porcelain tiles is giving tough competition to locally manufactured ceramic tiles and cement tiles. Typically, low-grade ceramic tiles and cement tiles are produced locally, while high-quality tiles of porcelain and other materials are imported from other countries. This has magnified the competition between the established players and small players as well as international players that supply imported tiles and bathroom materials.
Glazed porcelain tiles display the aesthetic appeal and longevity that are ideal for kitchens and living rooms. However, at present, ceramic materials dominate the bathroom materials industry for new construction as well as renovation projects. This is followed by natural stone and porcelain for construction undertakings.
Durability and Price Factor of Substitute Products Hampers Market Growth
The Morocco ceramic and porcelain tiles market is witnessing certain growth impediments as well. The high price factor of ceramic and porcelain tiles as compared to tiles made of terracotta and cement is slowing the growth of the ceramic and porcelain tiles market in Morocco. Moreover, cement tiles offer benefits of durability, water resistance, and environment- friendliness. This leads consumers to opt for substitute products rather than ceramic and porcelain tiles.
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Moreover, the fact that new construction projects are concentrated across a few major cities in Morocco is impeding the growth of this market. Casablanca, Tangier, Marrakech, and Agadir are some of the major cities that have witnessed tremendous growth in the construction sector. This restricts the demand for ceramic and porcelain tiles and other bathroom materials to certain regions of the country.